Archive for 2017

Google Advertising: An Ad Misplacement Mistake

Wednesday, March 22nd, 2017

Google Advertising

Recently, Google was called out for accidentally placing advertisements beside inappropriate and offensive content. In response, Google has announced its “three-pronged” solution to combatting ad misplacement by focusing more closely on policies, enforcement, and controls. Matt Brittin, president of business for Google and operations for EMEA, said earlier this week that Google is focusing on how to solve issues regarding ads being positioned beside inappropriate content. The new plan involves reworking existing policies which define what is considered to be “safe” for advertisers by revising definitions of hateful or malicious content, as well as enforcing regulations regarding content removal and giving advertisers more authority over brand safety matters.

Pulling Back From Google Advertising

In light of recent events, Marks & Spencer, HSBC, and Royal Bank of Scotland are just a few companies who have decided to remove their advertisements from Google . An investigation conducted by The Times (UK) revealed that advertisements from these organizations, as well as those from publicly-backed groups such as BBC and Transport for London, were found to have been running next to videos on YouTube which promoted hateful content such as anti-Semitism and the defense of rape apologies. Just weeks earlier, Google had been accused of being one of the many big companies that supported terrorist propaganda as well as pornography on YouTube.

As a result, advertising’s largest holding groups, including GroupM and Havas, have cautioned Google advertising to implement stricter standards regarding ad content and placement. Havas Group has announced it has halted all budgets which run through YouTube and Google Display Network until it is sure that adequate safeguards have been put into place. “Our position will remain until we are confident in the YouTube platform and Google Display Network’s ability to deliver the standards we and our clients expect,” says Paul Frampton, Havas’ chief executive and country manager.

Although Matt Brittin apologized on behalf of Google advertising, he stated the severity of the matter was relatively low, implying that not many people had seen the ads at all. Without a doubt, the company faces a variety of issues regarding its ad content placement. Only time will tell if the company’s new strategies to combat misplaced ads will be effective in the long run.

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Advertising on Amazon’s Echo and Dot

Thursday, March 2nd, 2017

It seems that Amazon’s Echo is now getting into the advertising game. At the end of January, Amazon announced it would soon be adding paid advertising to its Echo and Dot devices. The announcement sent a wave of excitement through the advertising industry because Amazon has already sold 5 million devices since its original launch date. But how does voice shopping work? And how is Amazon planning to use these ads to interact with their users?

Advertising & Voice Shopping

To order anything through Alexa, you must have an Amazon Prime membership. This alone could also boost the number of Amazon Prime members, or at the very least recruit temporary members through the free 30-day trial. By enacting a voice purchase request, Prime customers can verbally order any items sold by Amazon, and can even ask Alexa to look through past order history and Amazon’s choice catalogs to find corresponding items. If the product is available for purchase, Alexa will let you know the name of the item and its price and Alexa will ask if you wish to continue with the purchase. As soon as you say, “Yes,” Amazon will complete your request, and your order will be on its way.

How Amazon Will Utilize Paid Voice Search Advertising

There are many speculations on how Amazon will be implementing voice search ads that focus on the promotion of related products. For instance, if you say to Alexa, “Buy more Charmin,” the advertiser may be able to buy a brief ad that replies, “Did you know that a 12- pack of Cottonelle is only $20.99?” These ads are intended not to interrupt the customer’s shopping but to inform him or her of alternative product options. However, there have been concerns about paid voice ads and customers’ rights. Will Alexa let consumers know that what they’re hearing is a paid advertisement? Without verbal announcement, Amazon customers might not be able to tell if Alexa is promoting a paid advertisement or not. If not implemented in the right way, paid voice search may reduce consumers’ trust in Amazon. No one is sure what these paid ads will look like, but in order to be successful they must be clearly identified, appropriate, and provide valuable information for customers.

Looking for a Denver advertising agency? FiG is a full-service advertising agency in Denver. Contact us to discuss your advertising needs. For more marketing and advertising news, follow FiG Advertising on Facebook and Twitter.

Web Development: New Client: Red Cup Beverage Service

Monday, February 27th, 2017

Web Development Project for Redcup Beverage Service

When you think about great coffee or tea, do you see your local café? Our new client, Redcup Beverage, is bringing that coffee house flavor to offices in the Denver metro area. Redcup offers fresh roasted coffee and organic teas, clean, fresh water and ice, and good-for-you snacks delivered right to your office. We think what they do—creating those workplace moments where co-workers gather together over an exceptional cup of coffee or tea—is pretty awesome. When they asked FiG to redesign their website, we were thrilled to take on their web development project.

Denver Web Design

Website Content

As a Denver web design firm, we specialize in local businesses who want to elevate their visibility and expand their reach. We take the time to understand what makes your business great and why you’re different from your competitors. In the case of Redcup Beverage Service, the owner, Christopher Anson has a wealth of coffee knowledge that he uses to create an unrivaled customer experience. Ask him about flavor profiles, taste tests, delivery systems, roasting methods–you name it. He is a walking encyclopedia of coffee knowledge. Not everyone has his level of expertise and background, so we are going to create a unique website for Redcup that fully conveys his unique value proposition.

Web Designer

Better Web Design

As a web designer, FiG does more than just put words and pictures onto the Internet. Web design includes creating a search engine optimized (SEO) site that has been properly constructed for perusal by both search engines and people. We make sure our sites are constructed with SEO best practices in mind.

Redcup Beverage’s site will highlight their commitment to partnering with local coffee companies to offer coffee products from the best coffee roasters our state has to offer. It will also detail all the services they offer and their exceptional customer service. Their site will be finished soon, so we will post the beautiful results next month.

Thinking about redesigning your website? Need a good web developer? Contact FiG to discuss your website project.

Advertising Agencies Battle It Out In Super Bowl 51

Wednesday, February 22nd, 2017

While the Super Bowl is a match of athletic wits and prowess, the Super Bowl ads are, well the Super Bowl for advertising agencies. This year, thirty seconds of air time cost advertisers and advertising agencies between $5M – $5.5M. And with 111.3 million people watching, it wasn’t just huge dollars at stake; it was the advertiser’s brand reputation as well.

Humor officially won over viewers during this year’s Super Bowl, according to a recent ad analysis. Live ad testing showed that consumers preferred humorous ads over popularly used “sadvertising” techniques that have been incredibly successful in previous years. Advertising agencies and brands that utilized humor in their advertisements fared better with consumers on an emotional level than those who opted for a more political route. Viewers wanted a reprieve from the stressful nature of recent political events. “Historically speaking, humor always tends to perform extremely well, often better than more serious ads. This year is a little bit different with the social and political climate in the states,” says Kellan Terry, one of Brandwatch’s senior PR data analysts. He says that brands who chose to take a political stance with Super Bowl 51 ads were not erroneous, but, “At the same time other brands would recognize that people would want a relief from the seriousness and the issues that face our country right now.” Here are some stats on how the top two funniest ads from Super Bowl 51 stack up.

Advertising Agencies Clean Up

Mr. Clean – ‘Cleaner of Your Dreams’

Some loved this ad, and some found it odd, but overall it proved to be a winner. The short thirty-second ad features a woman who is charmed by the animated Mr. Clean, who dances around the house cleaning while wearing a form-fitting white t-shirt and pants to match. Along with the Skittles‘Romance’ ad ‘Cleaner of Your Dreams’ received a 5-star score, which a mere 4% of advertisements receive. Research shows that high-ranking ads usually feature extreme levels of happiness at a maximum intensity. Brandwatch provided additional data on viewer’s reactions by tracking minute-by-minute brand mentions of brands during the game. Social media analysis showed that Mr. Clean had the largest amount of mentions, raking in 11,700 mentions in a single minute. Buick had the next biggest number, with over 7,300 mentions in one minute. In short, these statistics are the ultimate dreams of advertising agencies.

Advertising Agencies Feel the Love

Skittles – ‘Romance’

Although many people thought skittles would opt for a politically focused ad, they decided to go the humor route, and it worked.‘Romance’ features a young love-sick boy throwing Skittles at a young woman’s window in order to get her attention. The girl, her grandma, a thief, and a groundhog take turns catching the candies in their mouths. The most successful Super Bowl ads are witty and concise and oftentimes unexpected, such as this ad. Humor is a big win in this Skittles ad.

Both ads ranked highly on the “emotion-into-action” scale, earning a score of over 83%. The scale is based on BrainJuicer’s ad performance data and turns emotional responses into quantitative data which can potentially predict in-market business outcomes. BrainJuicer, a company dedicated to better understanding people’s behaviors through market research, concluded that, “Happiness is the emotion that is the most likely to generate the positive feelings that unconsciously make consumers feel good about a brand, and make it a future instinctive, intuitive purchase choice. Feel nothing, do nothing, feel more buy more.”

For more advertising and marketing insights, follow FiG Advertising on Facebook and Twitter. And if you’re looking for a Denver advertising agency, contact us to discuss your goals.